Rejecting customers is also attracting customers

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Editor's note: In this article, a manager at an advertising agency recounts seven strategies that advertising agencies use to develop clients. Although these strategies are specific to advertising agencies, most of them can be used by other companies. borrowed. For example, "establish industry authority and shape brand image", another example is "be kind to your customers, let customers persuade customers", and "attract customers by rejecting customers", and so on.

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Clients are the lifeblood of an advertising agency, and without clients an advertising agency cannot survive. However, due to the combined influence of factors such as a seller's market, foreign competitors, and market irregularities, advertising companies generally find it more difficult to develop customers.

Advertising companies have transformed into a buyer's market, with more monks and less porridge, and market competition is fierce. Affected by the huge profits of the advertising industry in the past few years, advertising companies rushed forward in droves. There are one or two thousand advertising companies in Jinan City. A client, twenty or thirty advertising companies to pull. No wonder some business executives shouted: fire prevention, anti-theft, anti-pull advertising. The result of the competition can only be the survival of the fittest, and whoever can't hold it will fall.

Foreign and Sino-foreign joint venture advertising companies, with advanced technology and experience, have an advantage in competing with local advertising companies for clients, especially large clients. This makes it even worse for local advertising companies.

Due to the irregularity of China's advertising industry market, unfair competition between media and advertising companies to grab customers can be seen everywhere. Because the media can give customers lower discounts, it is often after the advertising company prescribes a "prescription" (advertising plan), the customer takes the media to "grab the drug". In this way, advertising companies often don’t pay for their wisdom, and they are thankless for their efforts. Customers who see their hands can’t get them, and they can’t get their money when they see their hands.

To survive the competition, you must have customers. The traditional "magic weapon" of pulling relationships and giving kickbacks has long been out of date. In order to develop more and faster customers, scientific and effective customer development strategies must be implemented.

Advertise for yourself first, then advertise for clients"

If an advertising agency can't sell itself, it is difficult for people to believe that it can sell other people's products. Now many advertising agencies have image design Poor, on the one hand, there is no unified concept, on the other hand, there is no individuality, and the homogeneity between companies is serious.

Advertising companies always complain about the lack of advertising awareness of Chinese business owners. Popularity, exhausted AE can not find customers. Advertising companies produce intellectual products, it also needs advertising, public relations and promotion, not just using personal sales.

Cannot let customers recognize your characteristics and identify with you If you have a concept, you will not be able to gain the trust of customers. Pack your company carefully, advertise for your company, turn your AE into a salesperson, and let customers come to you!

Establish an authority in the industry and shape your brand image

Whether a company has an authority figure will often affect the choice of customers. Throughout most of the excellent advertising companies at home and abroad, most of them have a well-known head. For example, David Ogilvy's Ogilvy and Mather abroad, Saatchi Saatchi of Saatchi Brothers, Yemaozhong Marketing Planning Company in Yemaozhong, China,

The position of authority is not "blown", it is built on the basis of strength and shaped by a series of effective public relations strategies .This strategy is most successfully used by Ye Maozhong in China. It is said that more than 80% of Ye Maozhong's customers call and automatically come to the door.

Training AE into a marketing expert and communication master

The characteristics of excellent AE in the past are Beautiful, good at talking, and good at building relationships. Now, a good AE should be a marketing expert and a communicator at the same time.

Without understanding of marketing, it is difficult for a customer developer to get to the point and understand the real needs of customers; Without understanding communication, client developers cannot build a bridge of understanding between clients and company producers.

The advertising industry in the age of science puts more demands on AEs, they should know who their company's customers are, and they Where, how to find them, and how to convince them after finding them. Of course, it is not just a matter of the client department to complete all this, but to rely on the teamwork of the entire advertising company to provide back-end support for AE. Now Chinese AE often likes" Personal dribbling and breakthrough" without knowing how to cooperate with the "midfielder" or requiring the "midfielder" to cooperate.

Be kind to every customer you have, and let the customer convince the customer

Advertising is not a one-shot deal, earning Pull it down. With good service, there will be word-of-mouth and repeat rate, and there will be a steady stream of customers. Patronize the city, ignore the defending city, and eventually will not dominate the world.

Attract customers by rejecting customers

If you can't do it, don't do anything. A company is not omnipotent, it can't serve all customers well, so it must do something. If you can't serve customers, boldly and sincerely reject them, and recommend them the best company you know is suitable for them. They have established a reputation of integrity among customers and peers.

Reject low-quality, profiteering health supplements, tobacco and alcohol advertisements, and insist on self-discipline. own beliefs. Don't lose your future because of immediate interests. Money can create your own brand, and it can also smash your own brand.

Build a good network of relationships

Be friends with customers and understand their needs. Participate in enterprise associations, participate in enterprise research conferences, play football and travel with customers, understand their confusion and needs, think about problems from their standpoint, and make the services you provide more suitable for their needs.

Befriend the media and let them help customers learn about your company.

Summarize the advertising rules of various industries and develop customers according to the rules

Product sales in many industries are seasonal, and this seasonality forms the regularity of advertising.

For example: beer, beverages and vacancies, May, June, July, August, and September are their peak sales seasons, and March and April are the prime time for companies to find advertising companies to plan market offensive and defensive plans. October and November are the seasons of changing clothing seasons, and August and September are the best times to develop such customers.

Summarize the laws of advertising operation in various industries. It is often easy to succeed in developing customers when the company needs them most, and the development efficiency is improved.

Those companies that do not have obvious seasonal sales often make annual advertising plans at the beginning of the year, so February and March are good times for development.

To seize enterprises in a sales crisis, it is necessary to establish a database of target customers and track them for a long time. When he is "sick", you can take the initiative to come to the door and provide a plan to solve the urgent need. Don't wait for him to go out to find a "doctor", then you will lose the initiative.

This article is a contribution from the author. The author is the manager of Zibo Development Advertising Co., Ltd.